Applications
Nokia acquires Enpocket to offer mobile advertising
MUMBAI: Nokia announced that it will acquire Enpocket a Boston-based company that offers technology and services for mobile advertising.
Enpocket provides technology and services that allow brands to plan, create, execute, measure and optimize mobile advertising campaigns around the world. By acquiring Enpocket, Nokia will accelerate the scaling of its mobile advertising business, leveraging Enpocket‘s platform and partnerships with advertisers, publishers and operators. |
Additionally, through this transaction Nokia is gaining a team with expertise in global mobile advertising across disciplines, stated an official release. “We believe that mobile advertising will be an important element in monetizing those services for our customers and partners. Enpocket‘s mature leading edge platform and people expertise are a strong fit with Nokia existing capabilities in the mobile advertising market,” said Nokia chief technology officer Tero Ojanpera. “This acquisition is a game changing move to bring the reach and depth of Nokia to organize the market across the world, and make it easier for an ecosystem to develop,” added Ojanpera. |
The innovative technology that drives the Enpocket platform is a mobile advertising campaign management and delivery system backed by consumer insight, targeting, and measurement. The platform can deliver mobile advertising across multiple formats including SMS, MMS, mobile Internet advertising, and video. “Effective interactive advertising on the mobile device can create tremendous value for the mobile industry while bringing new Internet services to people around the world,” said Enpocket president and CEO Mike Baker. “Enpocket and Nokia are combining to provide the leadership needed to define, build and standardize globally the business of mobile advertising so that brands can easily and efficiently engage consumers on their personal devices,” added Baker. |
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
